Nokia is the "Most Trusted" Brand in India - Report

Published on: 21st Jan 2011

Note -- this news article is more than a year old.

Nokia has emerged as the most trusted brand in India ahead of homegrown Tata Telecom. According to a study released recently by The Trust Research Advisory (TRA), Nokia ranks first in terms of being the 'Most Trusted Brand' for Indians and by a good margin, followed by Tata, Sony LG, Samsung Reliance, Maruti LIC, Airtel and Titan respectively.

Among its Composite Brand Trust components, Nokia scored the highest in
empathy and second highest in shared Interests, scoring the 8th highest and 6th
highest respectively when the top 50 brands were compared. This implies that the
brand has a caring and compassionate attitude, understands its audiences,
relates to them well and also shares their values. The combination of these two
composites shows a very high emotional connect that Nokia enjoys with its
customers.

Nokia also has a good balance of Zonal Pulls across the 4 zones without much
variance. However, Nokia's highest Brand Trust Index is in the North, followed
very closely by the South. The West Zone has the maximum drag on the brand. An
analysis of the primary components shows that Nokia would be able to improve its
Brand Trust even further if it focuses its communication on the primary
component on which it scores highest, that the Brand is Caring. The Brand Trust
can be further supported if it actions its lowest scoring primary component,
i.e., by making a stronger commitment to visible action in Social Development
Activities.

Further revelations show that Mobile Phones are a highly trusted category.
Nokia leads all brands across 3 regions other than the East, where it is the
third most trusted brand. The South Zone Brand Trust Index for Nokia lags by
almost 20% from the leading zone, North. While Nokia's Brand Trust may vary
across the regions, it is so far ahead of the other mobile phones in terms of
Brand Trust that the closest, Blackberry in the North, is lower by a factor of
15.

Micromax, the Indian brand of mobile phones also features in all zones other
than in East, and while the similar sounding, Maxx, makes it to the top 100 most
trusted brands in the North zone alone.

Congratulating Nokia, on being voted as the most trusted brand in India, Mr.
N. Chandramouli, CEO, Trust Research Advisory (TRA) said, "The parameters
under which this comprehensive study was carried out by TRA, is the first of its
kind in the country. I believe that this detailed study on Brand Trust, will
benefit Nokia in the long run. I wish them all the best in all their future
endeavors and hope they retain the same position in the coming years as one of
India 'most trusted brands'."

In conclusion, the study also showcased that Nokia emerged as one of the
fourteen brands / companies listed in the Gartner / AMR supply chain leaders
list, who were also featured in the top 50 Brand Trust list. The other brands
were Samsung, Dell, Colgate, HP, Microsoft, Nike, IBM, Pepsi, Hindustan
Unilever, Pond's, Dove, Lakme and Intel. As for Country Trust, Finland topped
only due to the single representation of Nokia, which leads the Brand Trust list
by a very large margin.